InnFocus Spring 2023

Courtesy of Hilton
Every business is facing much the same challenges these days: staff
shortages, supply chain delays, and the rising cost of everything
from paper to potatoes. But for those in hospitality, there’s an added
challenge. Customers still expect service as good as, or better than,
it was pre-pandemic. Throw in today’s higher room rates and guests
become even more demanding. (Read: downright angry when things
don’t go their way.)
So, what is a hotelier to do? It all comes down to managing those
expectations.
Even before that first pandemic lockdown in 2020, consumer
expectations (CX) were already on the rise. According to a
Pricewaterhouse Cooper global report on “The Future of CX,” 86%
of people surveyed were willing to pay more for a great customer
experience. But perhaps more tellingly, the report also found
that 32% of customers would walk away from a brand they love
after just one bad experience. And another study, this one by
McKinsey, found that over 75% of consumers have changed their
buying habits since the start of the pandemic and are increasingly
willing to change brands, regardless of any loyalty program.
That’s a lot of pressure to get things right.
housekeeping opt-in only. Now guests who want their beds made
and towels changed daily need to ask for it at check-in. As Cvent, a
global meetings, events, and hospitality technology provider, says:
“This will unburden your housekeeping team and cut costs for
equipment and cleaning products.” There has been little backlash
to this largely because the communication around it has been clear
and consistent.
What Do Guests Really Want?
Expectations can differ widely depending on both the type of property
you operate and on the individual traveller. However, whether you
run a roadside motel or a luxury destination resort, and whether your
clientele comprises road warriors on a business trip or leisure travellers
on vacation with young kids, all guests demand two things above all:
cleanliness and clear communication.
A 2021 study by the industry website Hospitality Net found that 57%
of guests would pay more for a room that was “certified clean”—that is, it
followed a posted checklist of cleaning protocols that include ventilation,
sanitation, and using disinfectants as well as regular cleaning products.
A good example of this is the Hilton chain’s CleanStay program, a
collaboration with Lysol and the Mayo Clinic Infection Prevention and
Control team.
At the same time, and a little counterintuitively, Hilton and other
hotel chains have been addressing staff shortages by making daily
InnFocus 21